Since yesterday, a new banner has been hanging on the side of B.3, along the A4. It has one sentence on it: This is not working. No explanation of what B. does, but a message with multiple meanings that also leaves room for the imagination.

For those who are already familiar with B., this is a nod to our perspective on work. Here, work is more than just a job. You can rent an office or workspace, or organize an event. In between, you can play a game of padel or golf, work out, get together for a bite to eat and a drink, meet new people, and come up with ideas outside the conference room.

Work is given room to breathe here, and you can really tell. Or, as our slogan says: Work is better when it doesn’t feel like work.  Because space for movement, socializing, and relaxation ultimately leads to greater focus, creativity, and new ideas. 

For those who don’t yet know B., there’s room for a different interpretation. The sentence could also be about something bigger—about a world that feels increasingly complex, where people seem to be at odds with one another more often, where many systems are under pressure, and where the way we live, work, and interact with one another no longer always feels self-evident.

Not as a negative statement, but as an invitation to pause for a moment.

What still works? What could be done differently? And how can we create more space for interaction, ideas, and positive change?

This brings us to the heart of what B. stands for: creating spaces where new ideas emerge, where people connect, and where there is room to think differently and to create.

It’s not a conclusion. It’s an open-ended idea. And that’s why it works in this spot along the A4, where thousands of people can give it their own meaning every day.